WISCONSIN RAPIDS - Entrepreneurship is all about confidence, says a Wisconsin Rapids business owner.

Jodi Parmeter opened a clothing and furniture boutique called Rustic Redefined in December, just two weeks after making a phone call to inquire about available space on Huntington Avenue. For Parmeter, opening her own business felt like it was “meant to be,” but it came with a mix of fear and excitement.

“It’s a scary thing to put yourself out there both financially and personally,” Parmeter said. “What if people don’t like my (store) items? What if they don’t like me? What if we fail? Everyone will know.”

Eight months later, Parmeter has expanded her store into a larger space with a larger selection now including men’s clothing.

Parmeter had some experience in the entrepreneurial world, as her mom ran a home goods store when she was younger. Parmeter also knew the furniture business from her time as an interior designer working in the furniture industry. Beyond that, the small business world has been a learning experience for Parmeter. She researched and read a lot of tips, but no one has the exact same advice on how to run a business, so she has learned by trial and error what works best for her, Parmeter said.

Rustic Redefined demonstrates success in an otherwise tough market in Wisconsin. According to the 2017 Kauffman Index of Startup Activity, Wisconsin ranks last when it comes to startups. The study measures entrepreneurship by number of entrepreneurs, the opportunities for starting businesses and the amount of startups that hire employees. The main ranking measures 25 of the largest states in the country. Wisconsin ranked 25th on this list for startup activity, second for Main Street entrepreneurship and 23rd in growth entrepreneurship. According to a May 2017 Milwaukee Journal Sentinel article, Kauffman’s full ranking of states based on entrepreneurship placed Wisconsin 50th.

The retail industry is changing with trends in online shopping, and businesses like J.C. Penney continue to close stores around the country. J.C. Penney closed its doors in Wisconsin Rapids July 31, 2017, after nearly a century serving the city. Parmeter said the timing of Rustic Redefined’s expanded store opening Aug. 15 worked well. There is a demand for clothing and retail stores in the wake of the J.C. Penney closure, Parmeter said, and stores like Rustic Redefined are trying to fill that void.

Parmeter is in the process of setting up a website for Rustic Redefined, but she plans to start the site to sell furniture only, at first. Clothing styles switch too quickly at this point, Parmeter said, but it might be an option in the future. Parmeter said she sees benefits to the ease of online shopping and the experience of shopping in a boutique.

“I think there’s a spot for both,” Parmeter said.

In the next 10 years, Parmeter would like to hire a consistent staff, increase the men’s collection of clothes to match the women’s, and offer more extended sizes in her store. One thing Parmeter knows for sure is she wants to continue working at the store regularly.

“I miss it when I’m not here,” Parmeter said.

Parmeter and her husband, Rick, moved to Wisconsin Rapids almost two years ago because he is from the area. While Parmeter wasn’t sure about living in a smaller town than she was used to in Maple Grove, Minnesota and Eau Claire, she said she doesn’t think she would have been able to open a store anywhere else and see the same community support.

Many of her customers are interested in shopping and supporting local businesses, and many tell her they heard about the store from a friend, Parmeter said. Hair Experts — a salon on the corner of the same building — sent many clients to check out Rustic Redefined when the store opened, Parmeter said.

“Everyone has been so nice in general here,” Parmeter said. “It’s really humbling. It’s the best part of being in a small town.”

The Heart of Wisconsin Chamber of Commerce offers programs for small business owners. The Heart of Wisconsin Entrepreneurial Boot Camp helps new business owners, and the Heart of Wisconsin Business Retention and Expansion helps promote business growth. The chamber also has resources to help entrepreneurs get loans to start their businesses.